Homegrown: Precious Trust


An amazing designer you MUST know about if you live in Dubai? Precious Trust! 🔥

We are absolutely loving their new visuals leading up to the recent launch of Precious Trusts FW’18 Collection “Mutual Feelings” at Sole DXB.

The campaigns

View this post on Instagram

Mutual Feelings🌼 Full video dropping soon

A post shared by Precious Trust (@precious.trust) on Nov 14, 2018 at 5:14am PST

The teasers tell quite a few stories. The first, which I interpreted to be a story of the everyday struggles of two adolescents in love.

The second, a sequence of visuals of a crew dressed in head to toe white tracksuits, looking like something you’d see of out of Top Boys.

Then the third, a video and photo series of retro glam girls strolling through the park, constantly touching up their hair and makeup while looking at themselves in the mirror. 

Precious Trust perfects the art of taking everyday life and turning it into storytelling, not only in the way it is shot and filmed but in the items of clothing as well.

A little bit of background

Algerian designer Wathek Allal launched his label Precious Trust in 2017. After migrating from Syria to Dubai with his family, Wathek who you might also know as @ouchmyermharts, started sketching and playing with fashion.

What started as simply experimenting with his personal style and creating garments for himself, later developed into a brand whose first collection sold out instantaneously. The Middle Eastern influence is definitely there. Wathek often takes us back into time as what we consider “old Dubai.” Self-described by the designer as an underground culture of skateboarding that currently exists in the Middle East.

Precious Trust’s FW’18 “Mutual Feelings” collection continues to stay true to the brand’s minimal mindset aesthetic with a heavy incorporation of athletic wear and more tailored suiting, which is often present throughout his designs.

With subtle logo’s, obscure color palettes and a play of silhouettes, Wathek continues to tell his story through his designs.    

The post Homegrown: Precious Trust appeared first on The Modern East.

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